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SaaS アナリティクス Part 1 - SaaSの最重要KPI とその可視化
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Kan Nishida
April 30, 2020
Technology
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SaaS アナリティクス Part 1 - SaaSの最重要KPI とその可視化
Kan Nishida
April 30, 2020
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Transcript
EXPLORATORY SaaS ΞφϦςΟΫε ϫʔΫγϣοϓ #1 جૅฤ
2 EXPLORATORY
ུྺ HP(Hewlett Packard)Ͱ100ਓΛ͑ΔӦۀνʔϜΛ͍ɺ eCommerceɺςϨηʔϧεɺϑΟʔϧυηʔϧεͳͲଟذʹΘͨΔϏ δωεͷϚωδϝϯτɺϓϥϯχϯάΛܦݧɻ ࣾ֎Ͱੵ͞ΕͨେͳσʔλΛ׆༻ͯ͠ϏδωεΛͤ͞Δͨ ΊʹσʔλαΠΤϯεʹཪଧͪ͞Εͨҙࢥܾఆ͕ॏཁͩͱΛ࣋ͬ ͯΔɻ ݱࡏExploratory, incͰϏδωε։ൃʹΊΔ͔ͨΘΒσʔλαΠΤ
ϯεษڧձͳͲͷΛ௨ͯ͠ɺص্ͷۭͰऴΘΒͳ͍ຊͷҙຯ Ͱ׆༻Ͱ͖ΔσʔλαΠΤϯεͷීٴʹऔΓΉɻ εϐʔΧʔ ଜཬ Ү࠸ Business Development EXPLORATORY @Ikuyamm
4 Vision ͯ͢ͷਓ͕σʔλΛͬͯ ΑΓΑ͍ҙࢥܾఆΛ͢Δ
5 Mission σʔλαΠΤϯεͷຽओԽ
6 ୈ̏ͷ σʔλαΠΤϯεɺAIɺػցֶश౷ܭֶऀɺ։ൃऀͷͨΊ͚ͩͷͷͰ͋Γ·ͤΜɻ σʔλʹڵຯͷ͋ΔਓͳΒ୭͕ੈքͰ࠷ઌͷΞϧΰϦζϜΛͬͯ ϏδωεσʔλΛ؆୯ʹੳͰ͖Δ͖Ͱ͢ɻ Exploratory͕ͦ͏ͨ͠ੈքΛՄೳʹ͠·͢ɻ
7 ୈ1ͷ ୈ̎ͷ ୈ̏ͷ ϓϥΠϕʔτ(ߴ͍/ݹ͍) Φʔϓϯɾιʔε(ແྉ/࠷ઌ) UI & ϓϩάϥϛϯά ϓϩάϥϛϯά
2016 2000 1976 ϚωλΠθʔγϣϯ ίϞσΟςΟԽ ຽओԽ ౷ܭֶऀ σʔλαΠΤϯςΟετ Exploratory ΞϧΰϦζϜ Ϣʔβʔɾ ମݧ πʔϧ Φʔϓϯɾιʔε(ແྉ/࠷ઌ) UI & ࣗಈԽ ϏδωεɾϢʔβʔ ςʔϚ σʔλαΠΤϯεͷຽओԽ
࣭ ͑Δ σʔλΞΫηε σʔλ ϥϯάϦϯά ՄࢹԽ ΞφϦςΟΫε ౷ܭ/ػցֶश σʔλαΠΤϯεɾϫʔΫϑϩʔ
࣭ ExploratoryɹϞμϯˍγϯϓϧ UI ͑Δ σʔλΞΫηε σʔλ ϥϯάϦϯά ՄࢹԽ ΞφϦςΟΫε ౷ܭ/ػցֶश
EXPLORATORY SaaS ΞφϦςΟΫε ϫʔΫγϣοϓ #1 جૅฤ
• ୈ1ճɿ SaaSͷ࠷ॏཁKPI ͱͦͷՄࢹԽ Part 1 • ୈ2ճɿ SaaSͷ࠷ॏཁKPI ͱͦͷՄࢹԽ
Part 2 • ୈ3ճɿ ϢʔβʔͷΤϯήʔδϝϯτΛܭଌ͢Δํ๏ • ୈ4ճɿ ίϗʔτੳ Part 1 • ୈ5ճɿ ίϗʔτੳ Part 2 • ୈ6ճɿ NPSͷܭࢉͱࣗ༝هड़ͷςΩετੳ SaaS ΞφϦςΟΫε
ΞδΣϯμ • αϒεΫϦϓγϣϯͷϏδωεϞσϧ • ॏཁࢦඪͷհͱܭࢉͷํ • ࢦඪͷՄࢹԽ
ΞδΣϯμ • αϒεΫϦϓγϣϯͷϏδωεϞσϧ • ॏཁࢦඪͷհͱܭࢉͷํ • ࢦඪͷՄࢹԽ
SaaSͱ Software as a ServiceͷུশɻιϑτΤΞΛαʔϏ εͱͯ͠ɺαϒεΫϦϓγϣϯํࣜͰఏڙ͢ΔϏδ ωεɻ
αϒεΫϦϓγϣϯͷϏδωεϞσϧ
ιϑτΤΞαʔϏεͷར༻ʹର͢ΔྉۚΛ݄ ͱ͍ͬͨ୯ҐͰఆظతʹࢧ͏ߪಡܕͷϏδωεɻ αϒεΫϦϓγϣϯͷϏδωεϞσϧ
1ϥΠηϯε10ສԁͷചϏδωε
18 1݄ 10ສԁ ചϏδωε
19 1݄ 10ສԁ ྫ͑10ສԁͷऩӹΛಘΔͨΊʹ8ສԁͷίετΛ͔͚Δ͜ͱ͕Ͱ͖Δɻ
ֹ݄1ສԁͷαϒεϦϓγϣϯɾϏδωε
αϒεΫϦϓγϣϯɾϏδωε 21 1݄ 1ສԁ
10ສԁ 22 1݄ 1ສԁ ച 1ϲ݄ͷऩӹ͚ͩΛൺΔͱചϏδωεΑΓগͳ͘ސ٬֫ಘʹ͔͚ ΒΕΔඅ༻গͳ͘ͳͬͯ͠·͏ɻ
23 1݄ 1ສԁ 2݄ 3݄ ྦྷܭ … 12݄ 1ສԁ 1ສԁ
1ສԁ 12ສԁ αϒεΫϦϓγϣϯɾϏδωεͰސ٬͕αʔϏεΛܧଓ͢Εɺ࠷ ऴతʹಘΒΕΔऩӹ૿͍͑ͯ͘ɻ
ސ٬͕ظؒαʔϏεΛܧଓ͢Εɺ࠷ऴతͳऩӹചϏδωεΑ Γ૿͑Δ͜ͱ͋Δɻ 24 1݄ 1ສԁ 2݄ 3݄ ྦྷܭ … 12݄
1ສԁ 1ສԁ 1ສԁ 12ສԁ ച 10ສԁ
25 1݄ 1ສԁ 2݄ 3݄ … 12݄ 1ສԁ 1ສԁ 1ສԁ
͜ͷΑ͏ʹఆظతʹ܁Γฦ͠ಘΒΕΔऩӹΛ ϦΧʔϦϯάɾϨϕχϡʔʢRecurring RevenueʣͱݺͿɻ
26 1ສԁ 1݄ 2݄ 3݄ 4݄ 3ສԁ 4ສԁ 6ສԁ SaaSϏδωεͰސ٬͝ͱͷϦΧʔϦϯάɾϨϕχϡʔ͕ੵΈ্͕͛
֤݄ͷऩӹͱͳΔɻ
ΞδΣϯμ • αϒεΫϦϓγϣϯͷϏδωεϞσϧ • ॏཁࢦඪͷհͱܭࢉͷํ • ࢦඪͷՄࢹԽ
• MRR • χϡʔ MRR • ίϯόʔδϣϯ • νϟʔϯ MRR
• ωοτɾχϡʔ MRR • ωοτɾϨϕχϡʔɾϦςϯγϣϯ • Ϧςϯγϣϯ ຊհ͢Δࢦඪ
• MRR • χϡʔ MRR • ίϯόʔδϣϯ • νϟʔϯ MRR
• ωοτɾχϡʔ MRR • ωοτɾϨϕχϡʔɾϦςϯγϣϯ • Ϧςϯγϣϯ ຊհ͢Δࢦඪ
30 1ສԁ 1݄ 2݄ 3݄ 4݄ 3ສԁ 4ສԁ 6ສԁ αϒεΫϦϓγϣϯɾϏδωεͰ݄͝ͱͷऩӹɺސ٬͝ͱͷϦ
ΧʔϦϯάɾϨϕχϡʔΛੵΈ্͛ͨͷͱͳΔɻ
31 1ສԁ 1݄ 2݄ 3݄ 4݄ 3ສԁ 4ສԁ 6ສԁ ͜ͷ݄͝ͱʹಘΒΕΔऩӹΛMRRʢ݄ؒఆظऩӹʣͱݺͿɻ
MRRʢ݄ؒఆظऩӹʣ 32 1ສԁ 1݄ 2݄ 3݄ 4݄ 3ສԁ 4ສԁ 6ສԁ
MRR৽نސ٬͕૿͑Ε૿͑Δ΄Ͳ૿͍͑ͯ͘ɻ 33 1݄ 2݄ 3݄ 4݄
34 1݄ 2݄ 3݄ 4݄ 2ສԁ 1ສԁ 2ສԁ ৽نސ٬ طଘސ٬
৽نސ٬͔Βͷऩӹ͕લ݄͔Βͷऩӹͷ૿ՃͱͳΔɻ
χϡʔ MRRʢ৽ن݄ؒఆظऩӹʣ 35 1݄ 2݄ 3݄ 4݄
36 1݄ 2݄ 3݄ 4݄ χϡʔ MRRΛ૿ͯ͠ϏδωεΛͤ͞Δʹɺ৽نސ٬ΛΑΓଟ ֫͘ಘ͢Δඞཁ͕͋Δɻ
ݟࠐΈ٬͕ސ٬ͱͳΔ͜ͱΛίϯόʔδϣϯͱݺͿɻ 37 ݟࠐΈ٬ʢ12ਓʣ ৽نސ٬ʢ3ਓʣ
38 ݟࠐΈ٬ʢ12ਓʣ ৽نސ٬ʢ3ਓʣ 3/12 ݟࠐΈ٬͔Β৽نސ٬ͱͳͬͨਓͷׂ߹Λܭࢉ͢Δ͜ͱͰɺͦͷޮ ͕ཧղͰ͖Δɻ
39 ݟࠐΈ٬ʢ12ਓʣ ৽نސ٬ʢ3ਓʣ ίϯόʔδϣϯ 25%
40 1݄ 2݄ 3݄ 4݄ 1ສԁ 3ສԁ 4ສԁ 6ສԁ ܧଓతʹऩӹ͕ಘΒΕΔͷͰɺ৽نސ٬͔ΒͷऩӹʹΑͬͯɺϏδω
ε͕ӈݞ্͕Γʹ͍͢͠ɻ
ͱ͜Ζ͕ɻɻɻ
42 1݄ 2݄ 3݄ 4݄ νϟʔϯ νϟʔϯ ސ٬ղʢνϟʔϯʣ͢Δɻ
• MRR • χϡʔ MRR • ίϯόʔδϣϯ • νϟʔϯ MRR
• ωοτɾχϡʔ MRR • ωοτɾϨϕχϡʔɾϦςϯγϣϯ • Ϧςϯγϣϯ ຊհ͢Δࢦඪ
44 1݄ 2݄ 3݄ 4݄ 1ສԁ 3ສԁ 4ສԁ 6ສԁ ݩʑӈݞ্͕ΓͰϏδωε͕͢Δ͜ͱΛظ͍ͯͨ͠ɻ
νϟʔϯ͕ൃੜ͢ΔͱಘΒΕΔऩӹݮΔɻ 45 1݄ 2݄ 3݄ 4݄ 1ສԁ 3ສԁ 3ສԁ 4ສԁ
νϟʔϯ νϟʔϯ
46 1݄ 2݄ 3݄ 4݄ 1ສԁ 1ສԁ ͜ͷΑ͏ʹνϟʔϯ͕ൃੜ͢Δ͜ͱͰɺલ݄͔Βࣦ͏ऩӹΛ νϟʔϯMRRͱݺͿɻ
47 1݄ 2݄ 3݄ 4݄ 1ສԁ 1ສԁ νϟʔϯ MRR
48 1݄ 2݄ 3݄ 4݄ ࣮ࡍͷMRR 1ສԁ 3ສԁ 3ສԁ 4ສԁ
3݄1ສԁͷνϟʔϯMRR͕͋ͬͨɻ
͢ΔͱϏδωε͕͠ͳ͔ͬͨɻ
4݄1ສԁͷνϟʔϯMRR͕͋ͬͨɻ
͕ͩɺϏδωεͨ͠ɻ
0ԁ 53 1݄ 2݄ 3݄ 4݄ 1ສԁ ͜ͷ3݄ͱ4݄ͷҧ͍ΛࣈͰଊ͑Δ͢ΔͨΊʹ ωοτɾχϡʔ MRRͱ͍͏ࢦඪΛ͏ɻ
• MRR • χϡʔ MRR • ίϯόʔδϣϯ • νϟʔϯ MRR
• ωοτɾχϡʔ MRR • ωοτɾϨϕχϡʔɾϦςϯγϣϯ • Ϧςϯγϣϯ ຊհ͢Δࢦඪ
࣮͜ͷ3݄ͱ4݄ͷҧ͍ χϡʔ MRRͱνϟʔϯ MRRͷࠩʹΑͬͯ ੜ͍ͯ͡Δɻ
3݄χϡʔ MRR = νϟʔϯ MRRͩͬͨɻ 56
3݄Ϗδωε͕ఀͨ͠ɻ 57
4݄χϡʔ MRR > νϟʔϯ MRRͩͬͨɻ 58
4݄Ϗδωε͕ͨ͠ɻ 59
Ծʹ5݄ҎԼͷΑ͏ͳ࣮ͩͬͨͱ͢Δɻ 60 2݄ 3݄ 4݄ 5݄ 1ສԁ 1ສԁ
͢Δͱ5݄χϡʔ MRR < νϟʔϯ MRRͱͳΔɻ 61
5݄Ϗδωε͕ޙୀ͢Δɻ 62
χϡʔ χϡʔ χϡʔ χϡʔ 63 χϡʔ 1݄ 2݄ 3݄ 4݄
νϟʔϯ χϡʔ νϟʔϯ 1ສԁ 2ສԁ 0ԁ 1ສԁ ͜ͷΑ͏ʹϏδωεͷχϡʔ MRRͱνϟʔϯ MRRͷࠩʹΑͬ ܾͯ·Δɻ
͜ͷࠩͷ͜ͱΛωοτɾχϡʔ MRRͱݺͿɻ χϡʔ χϡʔ χϡʔ χϡʔ 64 χϡʔ 1݄ 2݄
3݄ 4݄ νϟʔϯ χϡʔ νϟʔϯ 1ສԁ 2ສԁ 0ԁ 1ສԁ
ωοτɾχϡʔ MRR = χϡʔ MRR - νϟʔϯ MRR
66 0ԁ 1݄ 2݄ 3݄ 4݄ 1ສԁ 2ສԁ ݴ͍͑Εɺ݄ͷMRRͱલ݄ͷMRRͷ͕ࠩ ωοτɾχϡʔ
MRRͱͳΔɻ
67 0ԁ 1݄ 2݄ 3݄ 4݄ 1ສԁ 2ສԁ Ϗδωε͕ͲΕ͚͍ͩͯ͠Δ͔ωοτɾχϡʔ MRRݟΕ
͔Δɻ
ͨͩ͠ɺϏδωε͕ͲΕ͚ͩޮతʹ͍ͯ͠Δ͔ ωοτɾχϡʔ MRR͔ΒͰ͔Βͳ͍ɻ
• MRR • χϡʔ MRR • ίϯόʔδϣϯ • νϟʔϯ MRR
• ωοτɾχϡʔ MRR • ωοτɾϨϕχϡʔɾϦςϯγϣϯ • Ϧςϯγϣϯ ຊհ͢Δࢦඪ
ωοτɾϨϕχϡʔɾϦςϯγϣϯΛཧղ͢ΔͨΊ ʹ̎ͭͷϏδωεΛൺֱ͍ͯ͘͠ɻ
1ͭΊͷϏδωε
1݄ 2݄ 3݄ 4݄ 1ສԁ νϟʔϯ͕΄ͱΜͲൃੜ͠ͳ͍Ϗδωεɻ
ຖ݄1ສԁͷωοτɾχϡʔ MRR͕ൃੜ͍ͯ͠Δɻ
MRR݄Λ͏͝ͱʹ૿͍͑ͯΔɻ 74 1݄ 2݄ 3݄ 4݄ 3ສԁ 4ສԁ 5ສԁ 6ສԁ
1݄ 2݄ 3݄ 4݄ طଘސ٬͔Βͷऩӹͷׂ߹͕ߴ͘ɺ৽نސ٬͕ϏδωεΛண࣮ʹ ͍ͤͯ͞Δɻ
1݄ 2݄ 3݄ 4݄ νϟʔϯ ͜ͷΑ͏ʹސ٬͕νϟʔϯͤͣʹܧଓ͍ͯ͘͜͠ͱΛϦςϯγϣϯͱ ݺͿɻ
2ͭΊͷϏδωε
1݄ 2݄ 3݄ 4݄ 1ສԁ 1ສԁ 1ສԁ 1ສԁ 1ສԁ 1ສԁ
1ສԁ 1ສԁ 1ສԁ νϟʔϯ͕ଟ͘ൃੜ͍ͯ͠ΔϏδωεɻ
ͪ͜Βωοτɾχϡʔ MRR͚ͩΛݟΔͱຖ݄1ສԁ͍ͣͭͯ͠ ΔΑ͏ʹݟ͑Δɻ
MRRಉ͡Α͏ʹӈݞ্͕͕ΓͰ͍ͯ͠Δɻ 80 1݄ 2݄ 3݄ 4݄ 3ສԁ 4ສԁ 5ສԁ 6ສԁ
1݄ 2݄ 3݄ 4݄ ͨͩ͠ɺͪ͜Βطଘސ٬͔Βͷऩӹͷׂ߹͕͘ɺ৽نސ٬ʹཔΓ ͬͨʹͳ͍ͬͯΔɻ
྆ํͷϏδωεͰMRRಉ͡Α͏ʹ૿͍͑ͯͨɻ
Ͱ͋Εɺωοτɾχϡʔ MRRಉ͡Α͏ʹ૿͑Δ͜ͱʹͳΔɻͨͩ ͠ޮͱ͍͏ҙຯͰ྆ऀʹେ͖ͳҧ͍͕͋Δɻ
ͳͥͳΒɺ৽نސ٬ͷ֫ಘʹɺطଘސ٬ͷϦςϯγϣϯΑΓଟ͘ ͷίετ͕͔͔Δ͔Βɻ
ͦ͜Ͱલ݄͔Βͷऩӹ͕ͲΕ͚ͩܧଓ͞Ε͍ͯΔ͔Λ ݟΔ͜ͱ͕ॏཁͱͳΔɻ ͦͷͨΊͷࢦඪ͕ϨϕχϡʔɾϦςϯγϣϯɻ
Ϧςϯγϣϯ͕͍͍έʔεʹͯ͠ΈΔɻ
3݄ͷϦςϯγϣϯΛߟ͑ͯΈΔɻ 1݄ 2݄ 3݄ 4݄ 100%
1݄ 2݄ 3݄ 4݄ -25% 1ਓͷސ٬͕νϟʔϯ͍ͯ͠ΔͷͰɺطଘސ٬͔Βͷऩӹͷׂ߹ݮΔɻ
ͨͩϦςϯγϣϯ͕Α͍ͷͰɺޮͷྑ͍Ϗδωεʹͳ͍ͬͯΔͱ ݴ͑Δɻ 1݄ 2݄ 3݄ 4݄ 75%
Ϧςϯγϣϯ͕ѱ͍έʔεʹͯ͠ΈΔɻ
1݄ 2݄ 3݄ 4݄ 100% ಉ͡Α͏ʹ3݄ͷϦςϯγϣϯΛߟ͑ͯΈΔɻ
1݄ 2݄ 3݄ 4݄ -75% 3ਓͷސ٬͕νϟʔϯ͍ͯ͠ΔͷͰɺطଘސ٬͔Βͷऩӹͷׂ߹ݮΔɻ
1݄ 2݄ 3݄ 4݄ 25% Ϧςϯγϣϯ͕ѱ͍ͷͰɺޮ͕ѱ͍Ϗδωεʹͳ͍ͬͯΔͱݴ͑Δɻ
1݄ 2݄ 3݄ 4݄ 25% ͜ͷऩӹͷϦςϯγϣϯͷׂ߹ͷ͜ͱΛϨϕχϡʔɾϦςϯγϣϯ ͱݺͿɻ
1݄ 2݄ 3݄ 4݄ 25% ϨϕχϡʔɾϦςϯγϣϯ
1݄ 2݄ 3݄ 4݄ 100% 75% 100% ϨϕχϡʔɾϦςϯγϣϯ͕ߴ͍έʔε
ϨϕχϡʔɾϦςϯγϣϯ͕͍έʔε 40% 1݄ 2݄ 3݄ 4݄ 25% 0%
ϨϕχϡʔɾϦςϯγϣϯΛϞχλʔ͢Δ͜ͱͰϏδωεͷޮੑ Λཧղ͢Δ͜ͱ͕Ͱ͖Δɻ
ϨϕχϡʔɾϦςϯγϣϯʹؔ͢Δ໘ന͍σʔλ͕ ͋Δɻ
2018·ͰʹถࠃͰגࣜެ։ͨ͠ߴSaaSاۀͷ ϨϕχϡʔɾϦςϯγϣϯͷதԝ117%
ྫ͑BoxͷϨϕχϡʔɾϦςϯγϣϯ128%
ZendeskͷϨϕχϡʔɾϦςϯγϣϯ123%
νϟʔϯ͕ͳ͍݄ͷϨϕχϡʔɾϦςϯγϣϯ100%ͩͬͨɻͳͥ 100%Λ͑Δͷ͔ɻ
࣮͜ͷϨϕχϡʔɾϦςϯγϣϯϓϥϯͷΞοϓάϨʔυμ ϯάϨʔυΛՃຯͨ͠ωοτɾϨϕχϡʔɾϦςϯγϣϯͷ νϟʔτɻ
1݄ 2݄ 3݄ 4݄ Ξοϓ άϨʔυ αϒεΫϦϓγϣϯͷϏδωεͰϓϥϯͷΞοϓάϨʔυͳͲʹΑ Γɺطଘސ٬͔ΒͷऩӹΛ૿͢͜ͱ͕Ͱ͖Δɻ
106
ྫ͑Standardϓϥϯ͔ΒߪಡΛ࢝Ίͨͱ͢Δɻ 107
108 ΑΓ্ҐͷϓϥϯʹΞοϓάϨʔυ͢ΕಘΒΕΔऩӹ૿͑Δɻ
ελϯμʔυϓϥϯʢ1ສԁ/݄ʣͱϓϨϛΞϜϓϥϯ ʢ2ສԁ/݄ʣɺ2ͭͷϓϥϯΛఏڙ͍ͯͨ͠ͱ͢Δɻ
1݄ 2݄ 3݄ 4݄ 75% ϨϕχϡʔɾϦςϯγϣϯ͕ߴ͔ͬͨέʔεΛࢥ͍ग़ͯ͠ΈΔɻ
1݄ 2݄ 3݄ 4݄ Ξοϓ άϨʔυ Ξοϓ άϨʔυ ސ٬͕ϓϥϯΛΞοϓάϨʔυ͢Εɺͦͷސ٬͔ΒಘΒΕΔऩӹ લ݄ΑΓ૿͑Δɻ͜ͷ૿ऩΛΤΫεύϯγϣϯͱݺͿɻ
1݄ 2݄ 3݄ 4݄ ΤΫεύϯγϣϯ +1ສԁ +1ສԁ
1݄ 2݄ 3݄ 4݄ 100% վΊͯɺ2݄ͷऩӹΛج४ʹ3݄ͷϨϕχϡʔɾϦςϯγϣϯʹ͍ͭ ͯߟ͑ͯΈΔɻ
1݄ 2݄ 3݄ 4݄ 25% 2ਓͷސ٬ͷΤΫεύϯγϣϯ͕ൃੜͨ͠ͷͰɺνϟʔϯ͕ൃੜͯ͠ طଘސ٬͔Βͷऩӹ૿͑Δɻ
1݄ 2݄ 3݄ 4݄ 125% ͢ΔͱϨϕχϡʔɾϦςϯγϣϯ100%Λ͑Δɻ
1݄ 2݄ 3݄ 4݄ μϯ άϨʔυ ҰํͰސ٬͕ϓϥϯΛμϯάϨʔυ͢Εɺͦͷސ٬͔ΒಘΒΕΔ ऩӹલ݄ΑΓݮΔɻ͜ͷݮऩΛίϯτϥΫγϣϯͱݺͿɻ
1݄ 2݄ 3݄ 4݄ ίϯτϥΫγϣϯ -1ສԁ
1݄ 2݄ 3݄ 4݄ 75% ίϯτϥΫγϣϯ͕ൃੜ͠ͳ͔ͬͨ߹ͷɺ ϨϕχϡʔɾϦςϯγϣϯΛߟ͑ͯΈΔɻ
1݄ 2݄ 3݄ 4݄ 100% ଓ͍ͯίϯτϥΫγϣϯ͕ൃੜ͢Δ߹ͷ3݄ͷ ϨϕχϡʔɾϦςϯγϣϯʹ͍ͭͯߟ͑ͯΈΔɻ
1݄ 2݄ 3݄ 4݄ 40% ̍ਓͷνϟʔϯͱ1ਓͷίϯτϥΫγϣϯ͕ൃੜͨ͠ͷͰɺ݄̏ͷطଘ ސ٬͔ΒͷऩӹݮΔɻ
1݄ 2݄ 3݄ 4݄ 60% ίϯτϥΫγϣϯ͕ൃੜ͢Δ͜ͱͰɺϨϕχϡʔɾϦςϯγϣϯ ѱԽ͢Δ͜ͱʹͳΔɻ
125% 1݄ 2݄ 3݄ 4݄ ͜ͷΑ͏ʹΤΫεύϯγϣϯίϯτϥΫγϣϯΛߟྀͨ͠Ϩϕ χϡʔɾϦςϯγϣϯͷ͜ͱΛωοτɾϨϕχϡʔɾϦςϯγϣϯ ͱݺͿɻ
125% 1݄ 2݄ 3݄ 4݄ ωοτɾϨϕχϡʔɾϦςϯγϣϯ
125% 1݄ 2݄ 3݄ 4݄ ·ͨωοτɾϨϕχϡʔɾϦςϯγϣϯ͕100%Ҏ্ͱͳΔ͜ͱΛ ωΨςΟϒɾνϟʔϯͱݺͿɻ
ϨϕχϡʔɾϦςϯγϣϯ ωοτɾϨϕχϡʔɾϦςϯγϣϯ ϨϕχϡʔɾϦςϯγϣϯ͚ͩΛϞχλʔ͍ͯ͠Δͱɺ࠷ॏཁͳ ऩӹͷޮੑΛݟམͱͯ͠͠·͏ɻ
126 ࢦඪ ֓ཁ ͳͥඞཁͳͷ͔ Conversion Rate ݟࠐΈ٬͔Βίϯόʔτͨ͠ސ٬ͷׂ߹ ސ٬֫ಘͷޮੑ ސ٬ ༗ྉސ٬ͷ
ͲΕ͚ͩͷސ٬͕͍Δͷ͔ MRR ຖ݄܁Γฦ͞ΕΔऩӹ ͲΕ͚ͩఆظతͳऩӹ͕͋Δͷ͔ Net New MRR લ݄͔ΒͷMRRͷมԽྔ Ϗδωε͕͍ͯ͠Δ͔ Retention Rate લ݄͍ͨސ٬ͷ͏ͪɺࠓ݄ଓ͍ͨސ٬ͷׂ߹ ϓϩμΫτɺαʔϏε͕ՁΛੜ Έग़͠ଓ͚͍ͯΔͷ͔ɻ Churn Rate લ݄͍ͨސ٬ͷ͏ͪɺࠓ݄νϟʔϯͨ͠ސ٬ͷׂ߹ ϓϩμΫτɺαʔϏε͕ՁΛੜ Έग़͠ଓ͚͍ͯΔͷ͔ɻ Net Revenue Retetion લ݄ͷސ٬͔Βͷऩӹͷ͏ͪɺࠓ݄ଓ͍ͨސ٬͔Βͷऩ ӹͷׂ߹ ऩӹͷޮੑ ࢦඪͷ·ͱΊ
• ARPU • CLV • CAC • CAC Payback Period
• Quick Ratio • Unit Economics • Burn Rate ͦͷଞͷࢦඪ
SaaSͷϏδωεΛͤ͞ΔͨΊʹɺ͜͏͍ͬͨ ࢦඪΛϞχλʔ͍ͯ͘͜͠ͱ͕ඞਢͰ͋Δɻ
ΞδΣϯμ • αϒεΫϦϓγϣϯͷϏδωεϞσϧ • ॏཁࢦඪͷհͱܭࢉͷํ • ࢦඪͷՄࢹԽ
αϯϓϧɾμογϡϘʔυ
131 ࢦඪ ֓ཁ ͳͥඞཁͳͷ͔ Conversion Rate ݟࠐΈ٬͔Βίϯόʔτͨ͠ސ٬ͷׂ߹ ސ٬֫ಘͷޮੑ ސ٬ ༗ྉސ٬ͷ
ͲΕ͚ͩͷސ٬͕͍Δͷ͔ MRR ຖ݄܁Γฦ͞ΕΔऩӹ ͲΕ͚ͩఆظతͳऩӹ͕͋Δͷ͔ Net New MRR લ݄͔ΒͷMRRͷมԽྔ Ϗδωε͕͍ͯ͠Δ͔ Retention Rate લ݄͍ͨސ٬ͷ͏ͪɺࠓ݄ଓ͍ͨސ٬ͷׂ߹ ϓϩμΫτɺαʔϏε͕ՁΛੜ Έग़͠ଓ͚͍ͯΔͷ͔ɻ Churn Rate લ݄͍ͨސ٬ͷ͏ͪɺࠓ݄νϟʔϯͨ͠ސ٬ͷׂ߹ ϓϩμΫτɺαʔϏε͕ՁΛੜ Έग़͠ଓ͚͍ͯΔͷ͔ɻ Net Revenue Retetion લ݄ͷސ٬͔Βͷऩӹͷ͏ͪɺࠓ݄ଓ͍ͨސ٬͔Βͷऩ ӹͷׂ߹ ऩӹͷޮੑ ຊՄࢹԽ͢Δࢦඪ
Net New MRR MRR ސ٬ ίϯόʔδϣϯ ίϯόʔδϣϯ
Part 2
σʔλͷΠϯϙʔτ 134
• ͋ΔSaaSαʔϏεͷࢧ͍ʹؔ͢Δσʔλɻ • ֤ߦ͕1ࢧ͍ͷใɻ • ֤ྻͦΕͧΕͷҎԼͷΑ͏ͳଐੑΛද͢: • ࢧ͍ɺސ٬͝ͱʹϢχʔΫIDɺࢧֹ͍ۚ 135 ࢧ͍σʔλ
σʔλϑϨʔϜͷϓϥεϘλϯ( + )͔ΒσʔλɾΧλϩάΛબͿ 136
αʔνϘοΫεʹsaas paymentͱೖྗͯ͠ݕࡧ͢Δɻ 137
σʔλͷใΛݟ͍ͨ߹։͘ϘλϯΛΫϦοΫ͢Δɻ 138
Metadataλϒ͔Βσʔλͷઆ໌Λ֬ೝͰ͖Δɻ 139
ΠϯϙʔτϘλϯΛΫϦοΫͯ͠σʔλΛΠϯϙʔτ͢Δɻ 140
อଘΛΫϦοΫ͢Δɻ 141
142 σʔλΛΠϯϙʔτ͢Δ͜ͱ͕Ͱ͖ͨɻ
ࢧ ސ٬ID ࢧֹ͍ۚ
• ސ٬ • MRR • Net New MRR • Conversion
Rate
·ͣݱࡏͷސ٬Λܭࢉ͢Δɻ 145
146 ސ٬Λܭࢉ͢ΔͨΊʹνϟʔτɾϏϡʔʹҠಈ͢Δɻ
147 • νϟʔτͷλΠϓʹφϯόʔΛબ͢Δɻ • ʹuseridɺूܭؔʹҰҙͳʢuniqueʣΛબ͢Δɻ ސ٬Λܭࢉ͢ΔͨΊʹνϟʔτɾϏϡʔʹҠಈ͢Δɻ
ސ٬ͷ͕ूܭͰ͖ͨɻ 148
149 ͨͩ͠ɺ͜Εաڈ͔ΒݱࡏʹࢸΔ·Ͱ૯ސ٬ͱͳΔɻސ٬ νϟʔϯ͢ΔͷͰ࠷৽݄ʹࢧ͍ཤྺ͕͋ΔuseridͷΛूܭ͢Δඞ ཁ͕͋Δɻ
ͦ͜ͰɺνϟʔτϨϕϧɾϑΟϧλΛ࡞ͯ͠ɺ࠷৽݄ͷσʔλʹϑΟ ϧλ͢Δɻ 150
151 • ྻʹpayment_dateΛબ͢Δɻ • ϑΟϧλԋࢉࢠʹ͍͠Λબ͢Δɻ • ͷλΠϓʹ/݄Λબ͢Δɻ • ूܭؔΛબ͢Δɻ •
࠷େʢmaxʣΛબ͢Δɻ
152 ݄ۙͷސ٬ͷܭࢉ͕Ͱ͖ͨɻ
153 ͨͩ͠ɺ͜͏͍ͬͨࢧ͍σʔλ݄ͷ్த·Ͱͷਐḿதͷσʔλʹ ͳ͍ͬͯΔ͜ͱ͕͋ΔͷͰɺ࠷৽݄͕֬ఆ͍ͯ͠ͳ͍ɻ
154 ਐḿதͷσʔλ લ݄·Ͱͷσʔλ ࠓճ֬ఆͨ͠ސ٬Λݟ͍ͨͷͰɺࠓ݄Ͱͳ͘લ݄·Ͱͷσʔλ ʹߜΔɻ
155 ͦ͏͍ͬͨσʔλΛݟ͍ͨͱ͖ʹઌఔͱಉ༷ʹνϟʔτɾϨϕϧͷ ϑΟϧλΛར༻ͯ͠ྑ͍ͷ͕ͩɺεςοϓɾϨϕϧɾϑΟϧλΛར ༻ͯ͠σʔλશମΛϑΟϧλ͢Δ͜ͱ͕Ͱ͖Δɻ νϟʔτɾϑΟϧλ εςοϓɾϑΟϧλ
156 νϟʔτɾϨϕϧɾϑΟϧλνϟʔτ͝ͱʹϑΟϧλ͢Δ༰Λܾ ΊΒΕΔͨΊɺଞͷνϟʔτͰ࡞ͨ͠ϑΟϧλͷӨڹΛड͚ͳ͍ɻ
payment_dateͷྻϔομʔϝχϡʔ͔Β / ݄ɺΑΓલΛબ͢Δ 157
158 2݄Ҏલ 2݄ΑΓલ ҎલͱΑΓલͷҧ͍
159 ूܭؔΛબ͠ɺ࠷େʢmaxʣΛબ͢Δɻ
1݄·ͰͷσʔλʹߜΓࠐΉ͜ͱ͕Ͱ͖ͨɻ 160
161 ͨͩ͠ɺνϟʔτϏϡʔʹͬͯνϟʔτʹมԽ͕ͳ͍ɻ
162 ϐϯΛϑΟϧλͷεςοϓʹҠಈ͢Δ͜ͱͰ1݄·Ͱͷσʔλʹߜ ΓࠐΉ͜ͱ͕Ͱ͖Δɻ
1݄ͷސ٬ͷՄࢹԽ͕Ͱ͖ͨɻ 163
164 νϟʔτͷλϒϝχϡʔ͔Β໊લͷมߋΛબ͢Δɻ
νϟʔτͷ໊લΛPaid Customerʹมߋ͢Δɻ 165
ސ٬ͷφϯόʔ͕࡞Ͱ͖ͨɻ 166
• ސ٬ • MRR • Net New MRR • Conversion
Rate
168 ࣍ʹMRRΛܭࢉ͢Δɻ
ઌఔͷ༗ྉސ٬ͷφϯόʔͷνϟʔτΛෳ͢Δɻ
νϟʔτΛෳ͢Δͱɺઌఔ࡞ͨ͠ϑΟϧλෳ͞ΕΔͷͰɺ Λมߋ͢Δ͚ͩͰɺۙͷMRRͷܭࢉ͕ՄೳͱͳΔɻ
ʹamountΛબͯ͠ɺूܭؔʹ߹ܭʢsumʣΛબ͢Δɻ
MRRͷφϯόʔ͕࡞Ͱ͖ͨɻ 172
173 νϟʔτͷλϒϝχϡʔ͔Β໊લͷมߋΛબ͢Δɻ
νϟʔτͷ໊લΛMRRʹมߋ͢Δɻ 174
• ސ٬ • MRR • Net New MRR • Conversion
Rate
176 ଓ͍ͯMRRͱNet new MRRͷτϨϯυΛόʔνϟʔτͰՄࢹԽ͢Δɻ
177 • νϟʔτλΠϓʹόʔΛબ͢Δɻ • X࣠ʹpayment_dateɺεέʔϧʹ݄ʹؙΊॲཧΛબ͢Δɻ • Y࣠ʹamountΛબ͢Δɻ
MRR͕ՄࢹԽͰ͖ͨɻ 178
ଓ͍ͯNet New MRRՄࢹԽ͢ΔͨΊʹY2࣠ʹamountΛબ͢Δɻ 179
180 0ԁ 1݄ 2݄ 3݄ 4݄ 1ສԁ 2ສԁ ݄ͷMRRͱલ݄ͷMRRͷ͕ࠩωοτɾχϡʔ MRRͱͳΔɻ
181 લ݄ͷMRRͱͷࠩΛܭࢉ͢ΔͨΊʹɺY2࣠ϝχϡʔΑΓදܭࢉΛબ ͢Δɻ
182 • ܭࢉͷλΠϓࠩΛબ͢Δɻ • ࠩͷܭࢉํ๏ʹલͷʢlagʣΛબ͢Δɻ
183 ࠷ޙʹόʔɾνϟʔτɾλΠϓʹԣฒͼΛબ͢Δɻ
MRRͱNet New MRRͷՄࢹԽ͕Ͱ͖ͨɻ 184
185 νϟʔτͷλϒϝχϡʔ͔Β໊લͷมߋΛબ͢Δɻ
MRR and Net new MRRʹνϟʔτͷ໊শΛมߋ͢Δɻ 186
• ސ٬ • MRR • Net New MRR • Conversion
Rate
188 ࠷ޙʹίϯόʔδϣϯΛܭࢉɺՄࢹԽ͢Δɻ
ίϯόʔδϣϯࢧ͍͕ൃੜ͢Δલ·Ͱͷͳͷ Ͱɺ͜͜ͰίϯόʔδϣϯͷσʔλΛར༻͢Δɻ
• ͋ΔSaaSαʔϏεͷίϯόʔδϣϯʹؔ͢ΔσʔλɻαΠϯΞοϓ ͢Δͱ30ͷແྉτϥΠΞϧΛ࢝ΊΔ͜ͱ͕Ͱ͖Δɻ • ֤ߦ͕1αΠϯΞοϓͷใɻ • ֤ྻͦΕͧΕͷҎԼͷΑ͏ͳଐੑΛද͢: • ސ٬IDɺτϥΠΞϧͷ։࢝ɺίϯόʔτ͔ͨ͠Ͳ͏͔ 190
ίϯόʔδϣϯɾσʔλ
σʔλϑϨʔϜͷϓϥεϘλϯ( + )͔ΒσʔλɾΧλϩάΛબͿ 191
αʔνϘοΫεʹsaas conversionͱೖྗͯ͠ݕࡧ͢Δɻ 192
σʔλͷใΛݟ͍ͨ߹։͘ϘλϯΛΫϦοΫ͢Δɻ 193
Metadataλϒ͔Βσʔλͷઆ໌Λ֬ೝͰ͖Δɻ 194
ΠϯϙʔτϘλϯΛΫϦοΫͯ͠σʔλΛΠϯϙʔτ͢Δɻ 195
อଘΛΫϦοΫ͢Δɻ 196
197 σʔλΛΠϯϙʔτ͢Δ͜ͱ͕Ͱ͖ͨɻ
198 τϥΠΞϧ։࢝ ސ٬ID ίϯόʔτ͔ͨ͠Ͳ͏͔
199 ࠷ॳʹίϯόʔδϣϯΛܭࢉ͢Δɻ
200 ίϯόʔδϣϯΛܭࢉ͢ΔͨΊʹνϟʔτɾϏϡʔʹҠಈ͢Δɻ
201 • νϟʔτͷλΠϓʹφϯόʔΛબ͢Δɻ • ʹconvertedΛબ͢Δɻ
202 ίϯόʔτ͍ͯ͠Δ͔Ͳ͏͔ʢConvertedʣͷTRUEͷɺ͢ͳͪί ϯόʔδϣϯूܭͰ͖͕ͨɺࠓճܭࢉ͍ͨ͠ͷίϯόʔδϣϯ ɺͭ·ΓTRUEͷׂ߹Ͱ͋Δɻ
203 ूܭؔʹTRUEͷׂ߹(%)Λબ͢Δɻ
ίϯόʔδϣϯ͕ूܭͰ͖ͨɻ 204
ઌఔͱಉ༷ʹશମͷίϯόʔδϣϯ͕ूܭ͞Ε͍ͯΔͷͰɺ࠷৽݄ ͷσʔλʹϑΟϧλ͢Δɻ 205
206 • ྻʹtrial_start_dateΛબ͢Δɻ • ϑΟϧλԋࢉࢠʹ͍͠Λબ͢Δɻ • ͷλΠϓʹ/݄Λબ͢Δɻ • ूܭؔΛબ͢Δɻ •
࠷େʢmaxʣΛબ͢Δɻ
207 ݄ۙͷίϯόʔδϣϯͷܭࢉ͕Ͱ͖ͨɻ
208 νϟʔτͷλϒϝχϡʔ͔Β໊લͷมߋΛબ͢Δɻ
νϟʔτͷ໊લΛMRRʹมߋ͢Δɻ 209
210 ଓ͍ͯίϯόʔδϣϯͷτϨϯυΛܭࢉɺՄࢹԽ͢Δɻ
211 ৽͍͠νϟʔτΛ࡞͢Δɻ
212 • νϟʔτλΠϓʹϥΠϯΛબ͢Δɻ • X࣠ʹTrial_Start_DateΛબ͢Δɻ • Y࣠ʹConvertedΛબ͢Δɻ
ຖ݄ͷίϯόʔτՄࢹԽ͕Ͱ͖͕ͨɺࠓճΓ͍ͨͷίϯόʔ δϣϯɻ 213
214 Y࣠ͷεέʔϧʹTRUEͷׂ߹ʢ%ʣΛબ͢Δ
ίϯόʔδϣϯͷνϟʔτ͕࡞Ͱ͖ͨɻ 215
λϒϝχϡʔ͔Βνϟʔτͷ໊শมߋ͕Մೳɻ
Q & A
࣍ճηϛφʔ
EXPLORATORY SaaS ΞφϦςΟΫε ϫʔΫγϣοϓ #2 جૅฤ
• ୈ1ճɿ SaaSͷ࠷ॏཁKPI ͱͦͷՄࢹԽ Part 1 • ୈ2ճɿ SaaSͷ࠷ॏཁKPI ͱͦͷՄࢹԽ
Part 2 - 5݄7ʢʣ • ୈ3ճɿ ϢʔβʔͷΤϯήʔδϝϯτΛܭଌ͢Δํ๏ • ୈ4ճɿ ίϗʔτੳ Part 1 • ୈ5ճɿ ίϗʔτੳ Part 2 • ୈ6ճɿ NPSͷܭࢉͱࣗ༝هड़ͷςΩετੳ SaaS ΞφϦςΟΫε
None
5݄ΦϯϥΠϯ൛ͷ։࠵ ฏ൛ɿ26ʢՐʣɺ27ʢਫʣɺ28ʢʣ
• ϓϩάϥϛϯάͳ͠ RݴޠͷUIͰ͋ΔExploratoryΛੳπʔϧͱͯ͠༻͢ΔͨΊडߨதɺϏδωεͷ Λղܾ͢ΔͨΊʹඞཁͳσʔλαΠΤϯεͷख๏ͷशಘʹ100ˋूதͰ͖Δ • ੳπʔϧͷϕϯμʔϩοΫΠϯͳ͠ ExploratoryͰͷ࡞ۀશͯಠཱͨ͠ΦʔϓϯιʔεͷRڥͰ࠶ݱ͕Մೳ • ϏδωεͰ͑ΔࢥߟྗͱεΩϧͷशಘ σʔλαΠΤϯεͷεΩϧशಘ͚ͩͰͳ͘ɺσʔλੳʹඞཁͳࢥߟྗशಘͰ͖Δ
ಛ
࿈བྷઌ ϝʔϧ
[email protected]
ΣϒαΠτ https://ja.exploratory.io ϒʔτΩϟϯϓɾτϨʔχϯά https://ja.exploratory.io/training-jp Twitter @Ikuyamm
EXPLORATORY 225